Gartner for Marketers Research

Expert Research

Making Personalization Pay

As the fight to capture consumer attention intensifies, most marketing organizations are investing in personalization. The average brand already spends 14% of its entire marketing budget on personalization, and most plan to increase that spend over the coming years. For the vast majority, though, returns hold many unknowns. Gartner surveyed more than 100 marketers to gain insight into the characteristics of their personalization systems.

Our research outlines four personalization priorities that CMOs and leadership must undertake to enable effective personalization:

Help marketers prioritize personalization opportunities.

Help marketers produce more content efficiently.

Increase marketers’ knowledge of data and technology.

Help marketers understand consumer reactions.

Learn how your peers are making the right investments in their people and ensuring they have the capabilities to create and deliver personalized messages appropriately, efficiently and effectively.